In the wake of Cop 21, Utopies, a sustainable development consulting agency, is publishing the first results of its Observatory of Positive Brands. 600 brands from all sectors, including 100 from the cosmetics sector, have been analysed by French consumers on their positivity. First results with the publication of the top 10 all markets and the top 10 cosmetic brands.
Last June, Utopies launched the Observatoire des Marques Positives, an annual survey conducted by interviewing a representative sample of more than 12,500 French people online. The first edition, conducted in 2015, has just delivered its results. This survey aims to help marketing, communication or CSR teams to better evaluate, understand and manage their"Positive Brand Capital". A total of 600 brands were evaluated and analysed for their positive contribution to well-being, social cohesion and the planet. Through the products and services they sell, the actions they support or the messages they convey to the general public.
What is a positive brand?
To determine the perceived positivity of consumers and its impact on its attractiveness, each of the brands in this study was evaluated by 300 consumers on average, according to three humanist values: • Consumer welfare Physical well-being, mental well-being, health, nutrition, happiness, pleasure, comfort, self-image, education, prevention, etc. • The social link - social cohesion (the relationship between people): solidarity, citizenship, intergenerational link, the fight against exclusion and poverty, disability, diversity, support for cultural and sports activities, support for the economy and local communities, etc. • The respect for the environment and the protection of nature The following issues are …
